15 Game-Changing Digital Marketing Strategies the Biggest Brands Don’t Want You to Know

In today’s competitive digital landscape, having a cohesive digital marketing strategy is no longer optional for businesses seeking growth. A digital marketing strategy is a comprehensive plan that outlines how your company will achieve its marketing goals through online channels. It encompasses everything from SEO and content marketing to social media campaigns and email nurturing.

According to recent research, 76% of marketers report that their digital marketing strategies directly impact their company’s revenue growth. Yet many businesses still approach digital marketing as a series of disconnected tactics rather than an integrated strategy aligned with business goals.

How Top Digital Media Companies Go Beyond SEO

While SEO remains important, industry leaders like NerdWallet, BuzzFeed, Red Ventures, Dotdash Meredith, and Condé Nast have evolved their approach to leverage multiple channels and tactics. Their success comes from understanding their target audience deeply and building direct relationships that don’t depend solely on search rankings.

Let’s explore these companies’ most effective digital marketing strategies and how you can implement them to transform your brand’s online presence.

1. Build Direct Audience Relationships Through Email Marketing

Email marketing remains one of the most reliable digital channels, offering an average ROI of $42 for every $1 spent, according to recent data. Major digital publishers have heavily invested in email newsletters to create algorithm-proof traffic channels that drive consistent engagement.

Why it works: Email marketing gives you direct access to your audience without depending on social media algorithms or Google rankings. It allows for personalized communication with customers and prospects based on their behavior, preferences, and where they are in the buyer’s journey.

How to implement:

• Create segmented email lists based on user behavior, interests, and purchase history
• Develop a content calendar for consistent email delivery
• Design mobile-responsive email templates that reflect your brand identity
• Implement automation for welcome sequences, abandoned cart reminders, and re-engagement campaigns
• Track open rates, click-through rates, and conversions to optimize performance

Real-world example: NerdWallet uses email to deliver personalized financial advice based on user interests and previous interactions with their website. Their newsletters include timely updates on interest rate changes, credit card comparisons, and budgeting tips, all designed to bring users back to their platform regularly.

2. Create Interactive Content Powered by AI

BuzzFeed’s “Infinity Quizzes” leverage artificial intelligence to create personalized, never-ending experiences that dramatically increase time on site. Interactive content transforms passive readers into active participants, driving engagement metrics through the roof.

Why it works: According to market data, interactive content generates 2X more conversions than passive content. It keeps users engaged longer, collects valuable first-party data, and creates memorable brand experiences that standard content simply can’t match.

How to implement:

• Develop quizzes, calculators, or assessment tools relevant to your industry
• Use AI to personalize the interactive experience based on user inputs
• Design interactive content with clear calls-to-action that guide users toward conversion goals
• Collect and analyze data from interactions to understand customer needs better
• Test different formats to identify what resonates most with your target audience

Real-world example: Red Ventures’ Bankrate offers mortgage and loan calculators that help users make informed financial decisions while capturing valuable data about their financial situation and goals. These tools establish Bankrate as a trusted resource while qualifying leads for their financial partners.

3. Develop a Video Content Strategy That Drives Revenue

Condé Nast’s approach to video generated 20.9 billion views in 2023 alone. Their strategy centers on developing consistent, personality-driven franchises like Vogue’s “73 Questions” and WIRED’s “Autocomplete Interview” that attract massive audiences and premium sponsorships.

Why it works: According to Wyzowl’s 2024 research, video content drives a 157% increase in organic search traffic and increases conversion rates by 86% on landing pages. It allows brands to showcase products, explain complex concepts, and build emotional connections with audiences.

How to implement:

• Create a signature video series that showcases your expertise in a unique format
• Optimize videos for multiple platforms (YouTube, TikTok, Instagram, website)
• Include clear branding and calls-to-action in every video
• Develop a consistent publishing schedule to build viewer habits
• Repurpose long-form videos into shorter clips for social media

Real-world example: BuzzFeed’s Tasty brand built a massive food empire through short, visually appealing recipe videos optimized for social sharing. These videos not only drive traffic but have opened additional revenue streams through cookbooks, kitchenware licensing, and sponsored content partnerships with food brands.

4. Master Multi-Platform Content Distribution

The digital giants repurpose core content across multiple channels, extracting maximum value from every piece. What starts as an article becomes a video, an infographic, a podcast episode, and social media snippets—each tailored to the platform’s unique strengths.

Why it works: Multi-platform distribution extends content reach, reinforces messaging through repetition, and allows brands to connect with audiences in their preferred formats and channels.

How to implement:

• Start with a “content pillar” – a comprehensive piece on a core topic
• Break down the pillar into platform-specific formats (blog posts, videos, infographics, etc.)
• Adapt content to match each platform’s best practices and audience expectations
• Schedule distribution across channels to maintain consistent presence
• Track performance across platforms to identify which formats and channels work best

Real-world example: Dotdash Meredith transforms Allrecipes content across multiple formats: detailed recipes on the website, step-by-step video tutorials on YouTube, quick preparation clips on TikTok, and beautiful food photography on Instagram. This approach ensures their content reaches users regardless of platform preferences.

5. Invest in Paid Acquisition When ROI Is Positive

Red Ventures excels at supplementing organic traffic with targeted paid acquisition when the ROI justifies it. They’re not afraid to pay for high-intent traffic, recognizing that some keywords are worth bidding on even when they have strong organic rankings.

Why it works: Strategic paid advertising can accelerate growth, target specific high-value customer segments, and complement organic efforts to maximize visibility for competitive terms.

How to implement:

• Identify high-converting pages and products to promote with paid campaigns
• Develop a bidding strategy based on customer lifetime value, not just cost per acquisition
• Create dedicated landing pages for paid traffic with clear conversion paths
• Implement proper tracking to measure true ROI across channels
• Test different ad formats and platforms to find the most cost-effective mix

Real-world example: NerdWallet’s “Turn to the Nerds” campaign combined TV advertising with digital display and paid search to build brand awareness while driving immediate conversions. This coordinated approach increased direct traffic and branded searches, reducing their dependence on competitive non-branded keywords.

6. Develop Contextual Commerce Experiences

Dotdash Meredith’s Allrecipes partnership with Walmart exemplifies seamless commerce integration—allowing users to instantly shop ingredients from recipes. This frictionless approach transforms content consumption into purchasing opportunities without disrupting the user experience.

Why it works: Contextual commerce reduces friction in the buying process by meeting customers exactly where they are, with relevant product recommendations that solve immediate needs. It feels helpful rather than pushy.

How to implement:

• Analyze your content to identify natural product integration opportunities
• Partner with relevant retailers or build your own e-commerce capabilities
• Create shoppable content formats (product galleries, how-to guides, etc.)
• Implement streamlined checkout processes that minimize steps to purchase
• Test different product presentation formats to maximize conversion rates

Real-world example: BuzzFeed’s shopping content naturally integrates product recommendations within articles like “20 Products That Actually Do What They Promise” or gift guides. Each product includes affiliate links to purchase, creating a seamless path from discovery to purchase.

7. Leverage Cross-Brand Partnerships and Collaborations

Red Ventures orchestrated a brilliant campaign between The Points Guy and Healthline, creating a “Take a Break” wellness travel initiative that benefited both brands. This cross-pollination exposed each audience to the other, expanding reach without additional acquisition costs.

Why it works: Strategic partnerships allow brands to tap into established audiences with built-in trust, creating win-win situations that deliver value to all parties involved, including the customer.

How to implement:

• Identify brands with complementary audiences but non-competitive offerings
• Develop collaborative content that serves both audiences’ needs
• Create co-branded campaigns with shared goals and metrics
• Design joint promotions or special offers to incentivize cross-audience engagement
• Share data insights (within privacy regulations) to better understand the combined audience

Real-world example: Condé Nast partnered with Google Pixel for their “Red Carpet Recap” series, with celebrities photographed using Pixel phones at major events like the Met Gala. This collaboration gave Google access to Condé Nast’s fashion-forward audience while providing Condé with cutting-edge technology to enhance their content.

8. Build Community Through Events and Experiences

Condé Nast has transformed its brand authority into must-attend events like Vogue World and the Met Gala. These experiences generate direct revenue through tickets and sponsorships while creating content that lives on across digital channels.

Why it works: Events create powerful emotional connections and shared experiences that build loyalty and word-of-mouth marketing. They transform passive audience members into active community participants.

How to implement:

• Start with virtual events or small local meetups to test concepts
• Develop events that align with your brand values and audience interests
• Create content opportunities before, during, and after the event
• Incorporate interactive elements that facilitate networking and community building
• Capture attendee data to continue the relationship post-event

Real-world example: BuzzFeed’s Tasty brand hosts cooking classes and food festivals that bring their digital content to life, creating immersive experiences that strengthen community bonds while generating sponsorship revenue from food and kitchen brands.

9. Leverage First-Party Data for Personalization and Advertising

Dotdash Meredith’s D/Cipher uses AI-powered contextual targeting to match ads with content and user intent, creating higher-performing campaigns that command premium rates. This approach helps them thrive even as third-party cookies disappear.

Why it works: First-party data allows for better personalization, more effective targeting, and increased privacy compliance—creating a competitive advantage as industry privacy regulations tighten.

How to implement:

• Implement data collection points that provide value to users (quizzes, tools, preferences)
• Develop a comprehensive data strategy with clear governance and privacy protocols
• Use data to personalize website experiences, email communication, and product recommendations
• Create audience segments for targeted advertising and content distribution
• Regularly analyze data to identify trends and optimization opportunities

Real-world example: The New York Times (owned by Dotdash Meredith) developed its own first-party data platform, “News Context Matrix,” which analyzes reader engagement with specific topics to create advertising segments without relying on third-party cookies. This allows advertisers to target readers based on interests while maintaining privacy.

10. Develop Signature Content Franchises

BuzzFeed’s Tasty and First We Feast/Hot Ones have transcended simple content to become cultural phenomena. These franchises attract massive audiences and open doors to merchandising, licensing, and premium sponsorships that traditional content can’t match.

Why it works: Signature franchises create recognizable, repeatable formats that audiences actively seek out, building anticipation and loyalty while establishing clear brand positioning in crowded markets.

How to implement:

• Identify your unique editorial angle or content niche
• Develop a consistent format that can be repeated across multiple episodes or installments
• Create distinctive visual elements and naming conventions
• Build anticipation through consistent scheduling and promotion
• Expand successful franchises to new platforms and formats

Real-world example: Wired’s “Experts Explain” series features professionals breaking down complex topics at five levels of difficulty. This repeatable format works across countless subjects, attracts high-profile participants, and demonstrates Wired’s authority in making complex topics accessible.

11. Implement Strategic Content Pruning and Optimization

Red Ventures’ Healthline aggressively prunes outdated content while investing heavily in maintaining and expanding its highest-performing pages. Rather than letting outdated content drag down its overall credibility, it focuses resources on keeping its highest-potential pages updated and comprehensive.

Why it works: Content pruning improves overall site quality, reduces cannibalization, focuses authority on your best pages, and ensures users find current, accurate information—all factors that improve search performance and user experience.

How to implement:

• Conduct a comprehensive content audit identifying outdated, underperforming, or redundant content
• Determine whether to update, consolidate, redirect, or remove each piece
• Prioritize updates for high-traffic, high-conversion pages
• Implement a regular content review schedule focused on core topics
• Track performance improvements after pruning to refine your approach

Real-world example: Dotdash Meredith removed over 600,000 articles after acquiring Meredith’s publications, focusing instead on updating and enhancing their most valuable evergreen content. This strategy improved site performance, advertising viewability, and user satisfaction.

12. Create Multi-Tier Monetization Models

NerdWallet’s introduction of NerdWallet+ represents a strategic move beyond one-time affiliate commissions to recurring revenue. This subscription approach deepens user relationships while providing more predictable income streams.

Why it works: Diversified revenue reduces dependence on any single income source while creating opportunities to capture more customer lifetime value through recurring relationships instead of one-time transactions.

How to implement:

• Analyze your audience to identify premium content or service opportunities
• Develop tiered offerings with clear value differentiation
• Test pricing models and subscription terms
• Create onboarding experiences that demonstrate immediate value
• Implement retention strategies to minimize churn

Real-world example: The New York Times has built a sophisticated multi-tier subscription model offering basic news access, cooking content, games, and product reviews (Wirecutter) as separate or bundled subscriptions, allowing users to customize their experience while maximizing revenue potential.

13. Invest in Brand Building for Long-Term Growth

NerdWallet’s “Turn to the Nerds” campaign strategically built brand awareness to increase direct traffic and searches for their brand name. This decreased their reliance on competitive generic keywords while positioning them as the go-to authority in personal finance.

Why it works: Strong brands command premium pricing, enjoy lower customer acquisition costs, higher retention rates, and increased word-of-mouth referrals—creating compounding advantages over time.

How to implement:

• Develop a distinctive brand voice, visual identity, and positioning
• Invest in upper-funnel marketing campaigns focused on awareness and perception
• Measure brand lift metrics alongside direct response performance
• Create consistent brand experiences across all customer touchpoints
• Build emotional connections through storytelling and purpose-driven messaging

Real-world example: Mailchimp evolved from a simple email service provider to a full marketing platform through clever brand building. Their distinctive visual style, quirky voice, and sponsorship of popular podcasts like “Serial” built awareness far beyond what direct response marketing could achieve, allowing them to command premium pricing and expand their product offerings.

14. Embrace AI for Content Creation and Personalization

Leading publishers integrate AI throughout their operations—from BuzzFeed’s AI-assisted content to Thomson Reuters’ AI-powered professional tools. They’re using AI not to replace human creativity but to amplify it, creating more personalized experiences at scale.

Why it works: AI enables personalization and content production at a scale impossible through manual processes alone, while freeing human creativity for higher-value strategic and creative work.

How to implement:

• Identify repetitive content creation tasks that could benefit from AI assistance
• Use AI for data analysis to uncover audience insights and content opportunities
• Implement AI-powered personalization on your website and in marketing communications
• Develop frameworks for human oversight of AI-generated content to maintain quality
• Stay current with emerging AI tools and applications in your industry

Real-world example: The Washington Post’s Heliograf system generates automated reports on high school sports, election results, and financial earnings—topics that benefit from factual reporting but previously couldn’t justify the cost of human journalists. This freed their editorial team to focus on investigative and feature reporting.

15. Focus on Niche Depth Over Breadth

While giants like NerdWallet cover broad topics, smaller publishers often find success by going deeper into specialized niches. By becoming the definitive resource for highly specific topics, you can outperform bigger competitors who only scratch the surface.

Why it works: Niche specialization builds stronger authority signals, attracts more engaged audiences, enables deeper expertise, and often faces less competition than broad topics dominated by major publishers.

How to implement:

• Research to identify underserved subtopics within your industry
• Create comprehensive, expert-level content that covers every aspect of your niche
• Develop specialized tools, templates, or resources specific to your niche audience
• Build relationships with influencers and communities within your specialized area
• Position yourself as the definitive resource through consistent, authoritative content

Real-world example: Wirecutter (now owned by The New York Times) built their reputation by creating incredibly detailed product reviews in specific categories, with in-depth testing and clear recommendations. This depth-focused approach allowed them to outcompete larger generalist sites for product review searches.

How to Create Your Digital Marketing Strategy for 2025

Now that we’ve explored these proven strategies, how do you create an effective digital marketing plan for your business? Follow these steps:

1. Audit Your Current Digital Presence
   • Analyze your website performance, social channels, and email metrics
   • Identify your highest-performing content and channels
   • Evaluate your competitive position in key areas
2. Define Clear Goals and KPIs
   • Set specific, measurable objectives tied to business outcomes
   • Establish KPIs for each marketing channel
   • Create a measurement framework for tracking progress
3. Develop Your Target Audience Profiles
   • Create detailed customer personas based on data and research
   • Map customer journeys across touchpoints
   • Identify pain points and opportunities at each stage
4. Select Your Strategic Priorities
   • Choose 3-5 strategies from this article that align with your goals
   • Allocate resources based on potential impact and feasibility
   • Create implementation roadmaps for each priority
5. Create Your Content and Channel Plan
   • Develop a content calendar aligned with business objectives
   • Define channel roles and distribution strategies
   • Establish creation and approval workflows
6. Implement Measurement and Optimization Processes
   • Set up analytics and tracking for all digital activities
   • Schedule regular performance reviews
   • Establish testing and optimization protocols

Digital Marketing FAQs

The Bottom Line

The digital marketing landscape has evolved far beyond simple SEO tactics. Today’s leaders build direct audience relationships, create interactive experiences, diversify their distribution channels, and integrate commerce seamlessly throughout the user journey.

By implementing even a few of these strategies, you can build a more resilient digital presence that doesn’t live and die by algorithm updates. The key is to start clearly understanding your business goals and audience needs, then systematically build a digital marketing approach that creates value at every interaction.

The most successful marketers aren’t just chasing rankings—they’re building ecosystems that connect with audiences across multiple touchpoints, creating sustained growth through strategic, data-driven approaches tailored to their unique business objectives.

Ready to transform your digital marketing? Start by selecting the strategy that best addresses your current business challenges, implement it thoroughly, measure results, and then expand your approach as you see success.